The Flex Company is on a mission to create body-positive, life-changing experiences through the products that we make and the conversations that we spark. Our vision is to reimagine and deliver life-changing period products everywhere.
Flex
Archives: Websites
eCommerce Websites
The Bottle Club
The Bottle Club is a premium wine, spirits, beers and minerals website offering the finest beverages in the United Kingdom.
SkinnyMe tea
SkinnyMe Tea(SMT) is an Australian based company whose mission is to help people like you achieve their health and wellness goals.
Founded in 2012. Gretta (@gretta) started the business from her home in Melbourne, combining her passion for tea and detoxing into a single product, creating the world’s first ‘Teatox’.
The popular two-step program combines a Morning and Evening Cleanse products as well as Eating and Exercise tips to achieve the results you have been looking for* All of our products are Made in Australia from the highest quality herb and extracts.
The team of health professionals in nutrition, naturopathy, and exercise are here to provide the support you need. We are proud to have assisted over 350,000 people just like you to achieve their health goals, and it is success stories such as these that motivate our team to provide the best product and service possible to make sure you do too.
Minaal
Minaal sells travel and daily-carry backpacks, carry-on bags and related accessories for minimalist travelers and digital nomads, under the stated line “The last bag you’ll ever own.” The catalogue covers carry-ons, daily packs, personal items, everyday-carry bags, crossbody bags and rolltop designs, plus accessories such as packing cubes, garment bags, tech organizers and RFID wallets, sold individually or as bundles like Flashpacker and Business Time. Built on Shopify.
Website Design
Charcoal and rust. The interface pairs a dark charcoal ground (#323230) with a terracotta-rust accent (#b04228, deepening to #9b3a23), offset by warm neutrals (#e9e0cf, #e4e3df) rather than the black-and-white treatment common elsewhere in this set.
Buenard for headings, Inter for body. A serif, Buenard, is used for display type against Inter for body and interface copy, giving headlines a slightly more editorial weight than the plain sans-serif used through the rest of the page.
Muted, alt-text grey for secondary copy. A dedicated grey token (#8b8b8b) is reserved for secondary text such as captions and metadata, keeping the hierarchy between primary and supporting copy consistent across templates.
Shopping Experience
Prices visible from the grid. Every product card shows price directly, for example “$349 USD” for the Carry-on 3.0, with strikethrough original pricing shown on sale items rather than pricing being hidden behind a click.
A stated product count and full filter and sort. The listing reports 36 products with a “Filter and sort” control offering Featured, Best Selling, alphabetical and price-based ordering, plus a Clear all filters reset.
Bundles priced as a set. The Business Time bundle is shown at $304, discounted from a stated $358, packaging several products together rather than leaving shoppers to assemble a kit themselves.
Pagination over infinite scroll. Roughly 15 to 16 products display per page with numbered pagination, a more traditional pattern than the infinite-scroll grids common on newer Shopify themes.
Brand Storytelling
Longevity as the central claim. “Tested over millions of miles. And backed for life” and “the last bag you’ll ever own” both frame the product around durability and a single purchase decision rather than a wardrobe of bags.
A stated lifestyle identity. Copy addresses people who “own less stuff, but great stuff” and describes feeling “At Home Everywhere,” positioning the brand around a minimalist travel identity rather than the gear alone.
Long-term reviews as proof. Customer testimonials specifically reference years of ownership, reinforcing the “backed for life” claim with usage duration rather than star ratings alone.
Notable Features
Media logos from travel and business press. Travel + Leisure, the Wall Street Journal and the New York Times are named directly as coverage sources.
Use-case imagery across contexts. Homepage photography spans international travel, weekend trips, daily commuting and remote work, matching the bundle names (Flashpacker, Business Time) to specific scenarios.
Research-style guide content. Deeper buying-guide sections sit within the navigation structure alongside standard shop categories, aimed at shoppers comparing bag types before choosing one.
Minaal Shop Category page example
Minaal Product page example
Minaal Checkout page example
Minaal footer example
Elvie
Elvie Trainer is a small pebble-shaped pod that you place inside just like a tampon. It links to the Elvie Trainer app, which tracks your fun, five-minute pelvic floor workouts.
Fivestory
Fivestory New York, an exciting addition to New York’s world of luxury retail. A multi-brand, multi-category boutique located in the heart of Madison Avenue.
Sunday Somewhere
There are some people who never feel the urge to leave the house. They’re content to stay in the city they came from, the couch they sit on, and the 360 degree view around them.
Then there’s the rest of us. The people who can’t sit still, and always keep their passports close to them – just in case.
Whether you call it wanderlust, a love of travel or good old curiosity – the fact remains the same: Your hunger to explore cannot be quenched, no matter how many vacations or journeys you take.
For you, there’s always someone new to meet, somewhere different to explore. You’re into last-minute flights and trips without a destination. Destinations require plans, and you’re not into the whole planning thing. In your experience, travelling without one always leads to more excitement.
Tropical Sun
Tropical Sun Foods is a UK based world foods brand selling hundreds of Caribbean, African and Asian pantry ingredients, from seasonings and sauces to rice, coconut products and snacks, alongside a Made in Jamaica line and a recipe hub. The catalogue runs to more than twenty categories and includes several Great Taste Award winning products. Built on Shopify, with GBP and EUR currency switching for an international customer base.
Website Design
Two greens and a sun yellow. The palette pairs a bright green with a deeper teal green for buttons and category tags, with a sun yellow reserved for badges and award callouts, a nod to the brand name against a plain white ground.
A bold branded display face. Headings run in a heavy custom typeface alongside Montserrat for supporting text, giving category titles and the logotype more weight than the body copy around them.
Emoji as category markers. Some collection names in the navigation, Great Taste Awards and Vegan among them, carry a small emoji next to the text, a casual touch uncommon in grocery ecommerce navigation.
Shopping Experience
A sprawling grocery catalogue. Categories cover Coconut, Dairy, Drinks, Equipment, Essences and Colourings, Flours, Free From, Fruit and Veg, Meat and Fish, Nuts Seeds and Grains, Oils and Vinegars, Peas n Beans, Rice, Sauces, Seasonings, Soups, Spreads and Pastes, Sugars and Sweeteners, Sweets and Snacks, Teas and Infusions, and Vegan, plus a Bundles collection for multi-item deals.
From pricing on variant products. Listings such as the Naga Chilli Pickle at from 3.49 pounds and the Smokehouse Sweet Chilli BBQ Rub at from 4.99 pounds show a starting price rather than a fixed figure, reflecting multiple size or pack options per product.
PayPal at checkout. Alongside standard card entry, PayPal is offered as an express payment method, with account creation and login available for returning shoppers.
Brand Storytelling
A well traveled sourcing story. The Our Story section describes the range as a passport to flavour, spanning dishes from Singapore to destinations across South America, and credits the company's Great Taste Award history as proof of quality rather than only origin.
Recipes as a retention tool. A dedicated recipes hub lists dishes such as a Ghanaian vegan red red stew, a Moroccan jackfruit bowl and coconut sticky rice with mango, tying specific pantry products directly to meals a shopper can cook that week.
Notable Features
A named vegan and free from lane. Vegan and Free From sit as standalone top level categories rather than filters within other collections, making dietary shopping a primary path through the site rather than a secondary refinement.
Wholesale offered alongside retail. A Wholesale link sits in the main navigation next to consumer facing links like FAQ and Our Story, indicating the brand serves trade buyers from the same storefront as individual shoppers.
Review counts shown even at zero. Product cards display a review count, including a plain No reviews label on newer items, rather than hiding the review module until stock is built up.
Tropical Sun Shop Category page example
Tropical Sun Product page example
Tropical Sun Checkout page example
Tropical Sun footer example
Canadian Icons
Welcome to Canadian Icons, a collection of rare and desirable Canadian objects that can’t be found anywhere else – each presented with archival photographs and information meant to inspire an appreciation for Canada’s history.
ARGENT
Functional work clothes with attitude; designed for the stylish, unapologetic, & ambitious—those who take charge, make noise, & drop-kick the glass ceiling.
Moon Juice
Plant sourced alchemy to nourish and elevate body, beauty and consciousness.
Léo et Violette
Leo and Violet is us, Leo Dominguez and Violette Polchi, two young Parisian lovers who have shared our lives for almost 10 years. We created this brand together in 2013, strong of the success encountered when launching our first project on Kickstarter. Our will has always been the same: to offer elegant, timeless and functional products. In deciding to cut the intermediaries, we wanted to create a brand of the 21st century: 100% transparent and in direct relationship with you, our customers. Welcome home, Welcome to Leo and Violette
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